Older Consumers Plan To Do the Most Holiday Shopping Online

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Comprehensive study From Velaro uncovers surprising key insights for marketers as they head into the holiday shopping season.

“As we head into the busiest season for online retailers, we want to provide key insights that will help inform their marketing and promotional strategies,” said Jeff Mason, Vice President of Marketing, Velaro.

In a surprising twist, older consumers plan on doing more shopping online this holiday season than younger consumers and lower-middle class households plan on doing the most online shopping, according to a new study of consumer holiday online shopping plans from Velaro, a leading provider of Live Chat software.

In a unique survey of 10,012 consumers, 53 percent of respondents plan on doing at least 25 percent of their holiday shopping online with the older demographic (ages 55-64) planning on doing the most holiday shopping on the web.

“As we head into the busiest season for online retailers, we want to provide key insights that will help inform their marketing and promotional strategies,” said Jeff Mason, Vice President of Marketing, Velaro. “Our intention is to provide the right data that will help our online retailer clients achieve maximum sales during the holiday season.”

Highlights of the study include:

  • The youngest shoppers age 18-24 (and presumably most tech savvy group) plan to do the least amount of holiday shopping online when compared to their older counterparts.
  • 20 percent of shoppers ages 55-64 and will do some portion of their holiday shopping online. This is the highest percentage from any age group, followed closely by shoppers age 45-54 (19 percent).
  • 53.53 percent of respondents intend to do at least 25 percent of their holiday shopping online.
  • The higher the annual income of a user or family, the less likely they are to plan for online holiday shopping.
  • Lower middle class users with income of $25,000-$49,000 are planning to do the most online shopping.
  • Consumers who live in suburban neighborhoods plan on doing the most holiday shopping online, while consumers in both urban and suburban areas plan to do up to 100 percent of their holiday shopping online.

“Based on the findings of this study, marketers are presented with a unique opportunity to develop promotional offerings for this older demographic, which tends to buy gifts for their children and grandchildren,” added Mason.

For online retailers and marketers, the major insights from the study that can positively impact their online selling strategies for this holiday season include:

  • Develop early online deals targeted to shoppers ages 45-64, which is the group planning in doing the most online shopping.
  • Products intended for the 18-24 year old demographic may be more successful when targeting their parents in the 45-64 year old age group for online sales.
  • Marketing online deals to the traditional 18-44 demographic may produce fewer results than expected.

For a full copy of the survey, performed via Google Consumer Surveys, please contact Matt Langan: matt(at)landrcomm(dot)com.

About Velaro
Founded in 2000, Velaro is an established leader in click-to-chat, click-to-call, and intelligent engagement. Velaro won independently rated live chat software awards in '05, '06, '08, '09, '10 and 2011. With 99.98% uptime guaranteed, companies currently benefiting from Velaro's live chat solutions include Dell, Pfizer, GM, LG Electronics, Blue Cross Blue Shield, HTC, Lillian Vernon, MarketStar, and Experian. Visit http://www.velaro.com for more information.

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Matt Langan
L&R Communications
202-262-3340
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